Apple surpasses Huawei to become China’s top smartphone seller during Singles’ Day

According to market research firm Counterpoint, smartphone sales in China increased by 3% from 2024 during the year’s biggest promotion, the month-long 11/11 event.

Data provider Syntun reported that, despite a longer promotional period compared to past years, sales only increased from 1.44 trillion yuan last year to 1.7 trillion yuan (US$240 billion).

Excluding Apple, there was a 5% decline in sales year-on-year, according to Counterpoint.

iPhone 17 Pro Max (left) and iPhone 17 Pro. Photo by VnExpress/Tuan Hung

Huawei experienced the largest fall in market share among major brands, a decline from 17% last year, which took it to third place. The launch of its new Mate 80 flagship series two weeks after the event contributed to this downturn, Counterpoint said.

Xiaomi reported an 11% year-on-year decline due to the early launch of its Xiaomi 17 series, which shifted its peak sales month, and weaker performance from older models. But it managed to secure a 17% market share to remain in second place.

The declining sales of Chinese brands reflect a "cautious consumer environment combined with weak momentum," according to Counterpoint.

In Apple’s earnings report in October CEO Tim Cook forecast record sales in Q4 due to strong demand for the iPhone 17. Cook expected iPhone sales to grow by double digits year-on-year and Apple’s overall revenue to increase by 10-12%.

Counterpoint’s report also predicted that Apple would ship 243 million iPhones this year, surpassing Samsung’s forecast of 235 million. It will be the first time Apple tops global smartphone shipments since 2010.